The size of the account is pegged to be upward of Rs. 400 crorePriyanka Nair | ETBrandEquity | December 15, 2016, 10:35 IST

Picture source: ThinkStockIPG MediaBrands’ Initiative has retained consumer health and hygiene company Reckitt Benckiser (RB) India’s media business. Highly placed industry sources have confirmed the news to Brand Equity. The company had called for a pitch, a couple of months ago.

According to various sources, the size of the account is pegged to be upward of Rs. 400 crore. GroupM and IPG Mediabrands were racing for the account in the final round of the pitch, informed a reliable source.

For the record, IPG MediaBrands’ Initiative has been handling RB’s media business since 2014.